Outbound lead generation through targeted teleprospecting is an essential component of a strong sales machine that can drive predictable and consistent growth. While inbound marketing has its place, outbound efforts are needed to target the right accounts, engage early evaluators, and have two-way conversations with potential leads. Hiring an internal outbound team requires substantial resources for management, training, and environment, making outsourcing a more cost-effective option. DemandDrive specializes in outbound lead generation through a proprietary sales pipeline and trained business development representatives that work closely with client teams.

2. demandDynamic Results
Why invest in Outbound Lead Generation?
Targeted Outbound and Intelligent Teleprospecting form the foundation of a strong sales machine predicated on
revenue that is predictable and able to sustain consistent growth. There are many important components to B2B
lead generation, including Inbound campaigns, Email Marketing, and Event Marketing, but there is no substitute
for a dedicated, targeted Outbound Marketing and Teleprospecting team. While cold calling farms are an artifact
of an outdated strategy, a new era of Outbound has taken its place and has become the most effective method in
lead generation todayi
.
When we dissect past marketing strategies with new clients, we often discover that many have executed little to
no Outbound initiatives prior to working with demandDrive (dD). The reasoning is nearly always related to one or
more of the following:
1) “I heard Outbound Marketing and cold calling are dead, so we only use Inbound Marketing campaigns.”
2) “Our solution or service is the best in its class. It can sell itself.”
3) “Our outside sales team is responsible for their own prospecting and cold calling.”
Let’s discuss each below in detail:
1) “I heard Outbound Marketing and cold calling are dead, so we only use Inbound Marketing campaigns.”
Over the past few years, we have seen a stark transformation in the way businesses purchase technology and
software. Prospects no longer take the role of a damsel in distress, waiting for their salesperson in shining armor
to call and save the day. Instead, they often educate themselves about markets and vendors through various
mediums and content. As a result, many marketers mistakenly believe that cold calling is dead and have placed all
of their efforts and resources into creating content that drive Inbound leads and support their Inbound strategies.
While Inbound is a great marketing device, its greatest value appears when it is integrated with a fully developed
Outbound program that engages your prospects.
The red section below represents the potential leads missed by Inbound campaigns. These leads fall into a few
categories, which follow the illustration:

3. a) Targeted Accounts and Decision Makers: Inbound leads don’t always provide the ability to target the
right accounts, to proactively knock on the door and create an opportunity, or to uncover leads
earlier in evaluation cycles. However, integrating your Inbound channel with a fully developed
Outbound program can help you optimize your sales team’s funnel.
b) Early Evaluators: Instead of waiting for prospects to download your content, you can cast a wider net
by proactively providing prospects with information that drives dialogue. This creates the
opportunity for you to develop a relationship with your prospect and discover if there is a fit for both
of your organizations. This is critical because 50% of all sales go to the first person that contacts the
prospect.ii
c) Two-Way Nurture Candidates: Lead nurturing is a fundamental component to lead generation, but it
is often mishandled. Prospects who aren’t ready for discovery conversations are usually tossed into a
content marketing campaign until a date - or lead score achieved - to be determined. Instead, an
Outbound program allows you to not only provide content / updates to the prospect periodically, but
it also provides an opportunity to hold meaningful conversations and receive feedback on both
changes in the their organization and shifts in market needs.
2) “Our solution or service is the best in its class. It can sell itself.”
No matter how great a product or solution is, an Outbound sales and marketing engine is necessary when
establishing or expanding market share. For example, one demandDrive client, who offers a leading enterprise
software solution, attributes 60% of its current sales pipeline to dD-generated leads. Another client attributes
40% of the pipeline for its multi-million dollar, best of breed solution to demandDrive. The return on investment
of an Outbound program can and should be substantial.
3) “Our outside sales team is responsible for their own prospecting and cold calling.”
Highly paid sales reps and account managers should not be spending their time cold calling. They need to be
closing deals for your company and adding directly to the bottom line. Sales executives are motivated to close
business and are usually not inclined to execute a proper cold calling plan. In fact, the average sales person makes
only 2 attempts to contact a prospectiii
(even though it takes an average of 8 attempts to reach oneiv
).
The resource(s) allocated to generate new business at the top of the funnel should be a dedicated BDR or a team
of specialized reps. Not only does this allow your sales team to focus on their primary responsibilities, for which
they are specifically trained, it also places the role of business development into the hands of a team that is
motivated by driving top of funnel activity, for which they are also specifically trained.

4. demandDedication
Why outsource my Outbound Lead Generation?
You have now seen the value of an Outbound program, so the question becomes - should you hire a team of reps
or outsource this function? The answer depends on the availability of resources, meaning available human capital
and in-house expertise.
Consider the following when structuring a successful business development and outbound marketing team:
1) Management. It is imperative to find a manager(s) who can the fill the three necessary
roles to lead a successful business development team:
Coach: Help direct and guide your business development reps. The manager
needs to understand the gritty aspects of teleprospecting and lead generation
that allow him/her to provide relevant training.
Liaison: Coordinate and communicate with sales and marketing teams. The
manager needs to be able to articulate the needs of his team to other
organizations in order to optimize efficiency and resources.
Leader: Drive performance of his/her team by establishing ambitious, yet
attainable, goals that make the team operate at optimum efficiency. The
manager should be able to lead by example, through motivation, and with
encouragement.
At demandDrive, we have leaders who fill each of these roles as project managers. Could
you find an individual who can fill that void in-house? Possibly, but at what cost? Evaluate the built-in cost from
an outsourced firm against the cost of hiring or allocating a manager, and decide which is more cost effective.
2) Environment. If you have a single dedicated rep or a small team, it is difficult to provide an environment that
will optimize their effort. For example, a rep who operates alone or within a very small group has no support to
boost morale or provide a competitive spirit. Competition breeds success, and large teams can provide that extra
push. For example, at dD, we use weekly and daily competitions to provide incentivized results.
Large teams also provide a culture of solidarity that results in the exchange of innovative ideas, tips, and
suggestions. Reps, both novice and experienced, have access to incredible avenues of improvement when
exposed to different styles and methods. Here at demandDrive, we have over 25 BDR’s operating and
collaborating every day.
3) Efficiency. The average company spends between $10k and $15k on hiring an individual but only $2k on
trainingv
. Because of constrained resources, budget, and expertise, onboarding new reps is a slow and costly
process. You must decide if the capital necessary to both hire and train BDR’s is the best investment for the
growth and success of your company. At dD, we have a streamlined onboarding and certification process that
trains and prepares our reps for the role of a top performing BDR in minimal time.
“As a lead generation
partner, as well as an
extension of our lead
qualification team,
demandDrive is able to ramp
quickly on any new campaign
and scale up and down
according to our needs”
-Jeneane Cawford,
Director, Demand Generation
Limelight Networks

5. demandDifferent
Why choose demandDrive?
At dD, we believe the top of your funnel deserves specific expertise, calculated process
design, and methodical execution. The primary objective at demandDrive is to create a
long standing partnership with our clients. We believe that your marketing investments
need to provide a dynamic, valuable set of results that help grow your business. To
develop this trust and value, we provide a number of deliverables in our Outbound
program beyond lead generation that our clients can leverage across their sales and
marketing efforts, including market intelligence, account mapping, and lead nurturing.
demandDrive's Outbound Lead Generation service is built upon our proprietary Inside
Sales Pipeline, which most effectively structures the top of your sales funnel. Each of
our Business Development Reps completes the dD Certification program, ensuring a
mastery of this process. As a result, we provide true qualified lead generation that fits
your definition of a sales qualified lead. Our reps are also trained to fully maximize their
access to not only demandDrive databases but also outside data sources that are often
too costly or inaccessible to internal teams and lower quality lead gen firms.
demandDrive’s Outbound Lead Generation service provides our clients with a dedicated
rep or team of reps who work closely with your sales and marketing team to develop a strong understanding of
your product, industry, and target market. Our project managers and reps provide an interactive relationship with
your team that allows you to gain the most insight from the conversations and leads they have every day. The end
result is a business development team that carries the expertise of an industry leader while providing the
transparency and interaction of an internal team.
i
MarketingProfs
ii
InsideSales.com
iii
Ovation Sales Group
iv
Sirius Decisions
v
Trish Bertuzzi: Effective Onboarding: The Foundation of Success
“demandDrive is a terrific group
to work with, and they deliver
results! We contracted with dD
to generate leads for a new
product. We worked closely to
test lists and scripts. Their
reporting was excellent. Most
importantly, dD did a great job.
They exceeded our expectations
in the number and quality of
leads generated.”
-Vice President, Product